55 NSU Office of Publications Glossary of Editing, Graphic Design, and Printing Terms Annotating Making marks on an electronic proof, such as a PDF, in the Adobe Acrobat software. Art All designed elements, such as illustrations, photos, type. Art Direction The supervision of a project to bring clarity and definition to the creative work. Art direction provides a strategy on which to build design. It determines how the work will tell a story or communicate a specific message. It is about the development of a concept and an overall visual appearance that will evoke the right response and emotions. Articulation of Objectives The process of defining and specifying the desired outcomes of a communication. Author’s alterations Changes the client makes to the copy, after typesetting, that are not corrections of mistakes made by the editor or associate editor. Binding Finishing work done to a publication after printing, such as folding, collating, taping, stitching, or trimming. Bleed A printed area that extends past the edge of a page and is trimmed off. Blueline Final proof shown exactly how the printed piece will look. Alterations at this point can be prohibitively expensive. Boldface (bf) A heavier, darker version of any typeface. Brochure A publication made from one piece of paper, folded to create a number of panels. Caption Copy accompanying a photo or illustration, also called a cutline. Centered type Copy centered on the page. Chromalin Final proof before printing for full- color publications. Coated paper or stock Paper with a smooth finish (glossy or matte) preferred for sharpness in type and photos or heavy ink coverage. More expensive than uncoated papers. Color separation (sep.) Process that breaks down a color photo into four primary colors for printing. Comp Short for comprehensive layout; designer’s concept of a publication, showing placement of type, photos, illustrations, and colors. Copy Manuscript or words, written and usually supplied by client. Cover paper (stock) Thicker, heavier paper that may be used for covers, cards, or posters; may be coated or uncoated. Crop To trim away unwanted portions of a photo. Design Proofs Typeset text and layout for proofreading in hardcopy or electronic formats. Die-cutting The process used to cut special shapes in the paper used for a publication. Digital Printing A printing process that fuses dry inks or toners to paper instead of solvent-based inks; it is used in the offset lithography printing process. Direct Reprint An extra press run of a publication with no content changes. Duotone A photo (halftone) printed with two colors, one dominant and the other as an accent. Editing Making changes to original copy to improve understanding and clarity. Electronic Proof A proof viewed on an electronic device. The most common form would be in portable document format (PDF). File Format The last proof signed off by the client before sending the job to the printer. Final Proof Various types of electronic files, such as JPG, DOC, TIF, PNG, PDF, and EPS. Flop To reverse a photo, creating a mirror image, to suit the design of the publication. Flush Lining up copy; flush left at the left margin, flush right at the right margin. Folio (Page Number) The page number printed on a page in a publication. Four-color process Printing process that produces full-color publications. Graphic Design The process of putting together the elements of a publication to achieve the desired visual impact. Halftone A photo converted, for printing, into a pattern of dots.
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